Streamlining Operations and Maximizing Impact Through Strategic Braze Optimization
Their Challenges
In the crowded world of ecommerce, a specialty online retailer found itself at a crossroads. Despite utilizing the Braze platform for a year, their marketing team struggled to drive campaign effectiveness and customer engagement. At the heart of their problem resided some faulty segmentation logic that caused critical messages to be misdirected or overlooked by the intended audience.
Compounding this issue were suboptimal configuration settings within Braze, hindering the platform's performance and the team's ability to harness its full potential. Furthermore, deliverability challenges with email messages, especially through mid-tier Email Service Providers (ESPs), resulted in delays and discrepancies, impacting communication with customers.
Faced with these hurdles, the retailer's marketing team set a clear objective: optimize campaign development, testing, and execution processes to enhance customer engagement and drive revenue growth. However, this goal seemed elusive amidst the persistent challenges. They sought a strategic partner to rectify their existing issues and enhance their usage of Braze, and all within a tight 30-day timeframe.
Our Approach
Enter the Covalent Marketing team, who quickly set about identifying the root causes of the retailer's challenges properly using Braze. They discovered that the faulty segmentation logic was a significant roadblock, directly impacting the effectiveness of critical campaigns. A deep dive into the retailer's data architecture and campaign setup revealed the complexities of their segmentation rules.
Surprisingly, the suboptimal configuration settings within Braze had been overlooked during the initial onboarding process. Addressing these settings became crucial for optimizing the platform's performance. Moreover, deliverability challenges with email messages via mid-tier ESPs presented an unexpected hurdle, necessitating innovative solutions to ensure consistent delivery and improve overall performance.
To tackle these challenges, the Covalent Marketing team developed a comprehensive solution tailored to the retailer's specific needs.
Optimized Segmentation Logic: rectifyed faulty segmentation logic to ensure messages reached the right audience with precision.
Data Restructuring and Workspace Introduction: restructured Braze data attributes and introduced new Workspaces tailored to various lines of business, facilitating better organization and management.
Established QA Campaign Procedure: created a systematic and replicable quality assurance (QA) campaign procedure to eliminate issues before deployment, ensuring campaign accuracy and effectiveness.
Addressed Deliverability Challenges: detected and addressed email deliverability challenges, including delays and discrepancies via mid-tier ESPs, with the implementation of campaign throttling to ensure consistent delivery and improved overall performance.
Rectified Configuration Settings: mended overlooked configuration settings from the initial Braze onboarding to optimize the platform's performance and capabilities.
Workforce Augmentation: enhanced the retailer’s workforce to support campaign development and execution, ensuring efficient utilization of Braze resources.
Through a combination of strategic solutioning, innovative thinking, and collaborative effort, Covalent Marketing successfully addressed the retailer's challenges with Braze within the 30-day engagement period.
These solutions not only rectified existing issues but also set a strong foundation for continued growth and success in their marketing initiatives.
Their Results
Following the implementation of these targeted solutions, within the 30-day engagement period no-less, the retailer experienced significant improvements across key areas. Optimizing segmentation logic led to a marked increase in campaign effectiveness, with messages now precisely reaching the right audience, resulting in higher open, click-through, and improved conversion rates.
Simultaneously, restructuring data attributes and introducing tailored Braze Workspaces facilitated better organization and management of data and campaigns, leading to improved operational efficiency and streamlined workflows for the marketing team. Addressing deliverability challenges through the implementation of campaign throttling not only improved the consistency of email message delivery but also enhanced overall performance and reliability in customer communication.
These positive outcomes underscore the success of the retailer’s partnership with Covalent Marketing and the effectiveness of the strategic solutions implemented. By leveraging expertise and tailored solutions, the retailer optimized their campaign development and execution processes, ultimately driving enhanced customer engagement and revenue growth.
This case is a testament to the power of strategic partnerships and innovative problem-solving in transforming marketing challenges into success stories.